This story has been written to the soundtrack of gravelly-voiced German artist Ben Zucker, as well as the ‘Ultimatver Party Hitmix’ of his compatriot Sonia Liebing. It’s been quite the listen.
Why? Because we’ve been investigating Universal Music’s ‘Ich Find Schlager Toll!’ YouTube channel (translation: ‘I think Schlager’s great!’). It’s one of the projects called out by Universal Music Central Europe’s boss Frank Briegmann in a speech this week at the company’s Universal Inside 2019 event.
Schlager is very much a German phenomenon (“a catchy instrumental accompaniment to vocal pieces of pop music with simple, happy-go-lucky, and often sentimental lyrics,” as Wikipedia describes it), and one that’s traditionally more associated with CD sales than streaming innovation.
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Source: Music ally